If you want to grow fast, place yourself in the blue ocean market.
570 thousand -1~6 years old CEO is looking at it
Content: in April 26, 2018 at the Peking University’s global college innovation and entrepreneurship center, Professor Lu Chung published a presentation on the new book conference on reacting strategy: redefining the life cycle of the enterprise, which was “refreshing your strategic operating system and reloading APP”. As a partner, the notes man is authorized to publish by the speaker. The design of the seal design |Holly
Whole network first, complete notes, business thinking
The Yellow River carp
- What is the “co play strategy”?
- How to apply the “co play strategy”?
Thank you very much.
“Replay strategy: redefining the life cycle of the enterprise” is a book about strategic thinking that helps enterprises and individuals to know the current situation, the overall situation, the end of view, the strain Bureau, and the integration of management related experience, tools, theories and philosophy.
Today, I will share with you from two angles of systematicness and dynamism. This is also the two most basic key word of my book.
1. What is the “co play strategy”?
The so-called co performance is a common evolution, “communism” is systematic, “performance” is dynamic, CO play is a way of systematic and dynamic thinking, not only for enterprises, but also for individuals.
The so-called strategy is the pattern, the vision, the pattern is the systematicness, and the visual field is dynamic.
I divide strategy into two basic dimensions: people and things, inside and outside.
From these two basic dimensions, 4 elements of strategy can be distinguished: users, organizations, products and markets. These four factors can be broken down into 12 main points. The 12 points will turn into 48 evolution in the four stage, which is the strategy of CO production.
Two. The levels, steps and methods of cognition
Next, I will discuss the cognition from three aspects, including the level, steps and methods of cognition.
1. level of cognition
Cognition can be divided into two dimensions, concretion and abstraction. Cognition can be further divided into four levels, the most basic is experience, then the tool, then the theory is upward, and the second is philosophy. What is the use of the cognitive level?
Historically, China has attached importance to examples, while the West tends to pay more attention to personal experience, but there are differences between the East and the West.
China’s eastern culture has a long history, thousands of years have not broken, the nation has not extinguished, but we have also lost the opportunity to reflect on philosophy.
We have always been “the” half part of the Analects of Confucius “to govern the world, and to manage the whole society with the naive philosophy of the sages and sages at that time, but lack of science, tools, or lack of engineering.
Learning western science or tools, or science or engineering, is not a big problem in the scientific community.
However, Western operating systems do not necessarily match China’s APP, especially in the field of social science, because it is not based on our own experience and our own world outlook.
Therefore, each of us has the responsibility to develop a management theory and tool belonging to China to fill this gap.
2. steps of cognition
In my opinion, six words can be used to understand cognition. These six words are observation, thinking and expression. Further, the six words can be dismantled (observation), investigation, construction, theorization, expression, and integration.
From the perspective of entrepreneurs, more from the “view”, to see a thing, and then “inspect”, look at the intermediate mechanism, and finally, “Da”, that is, integration. However, as a scholar, we tend to “think” and “test” and then “Da”.
I think separation of knowledge and practice must not allow people to get real knowledge.
Each of us needs to integrate “view, inspection, thinking, examination, table and Da” to achieve unity of knowing and doing.
3. methods of cognition
As we all know, Hocking has no way to express his meaning clearly in language, and there is no way to do it, but he uses a graphical way to do theoretical thinking.
He thought of theoretical physics by means of two-dimensional, three-dimensional, and four dimensional. He saw what our sound people could not see, and wrote the universe in the fruit shell, which was a graphical way of thinking.
So, I recommend a graphical cognitive approach. This co operative strategy includes 300 diagrams, which use graphical thinking.
Three. Complex framework system
1. complex environmental characteristics
Complex environment = uncertainty and discontinuity
This shows the systematicness, that is, the uncertainty of future development direction and the discontinuity of future development path. Then, each dimension has two possibilities, one is low, the other is high.
We look at 4 cases:
(1) low uncertainty and low discontinuity
When uncertainty and discontinuity are low, it belongs to the planned strategy. Enterprise development is like a straight line. It has neither the challenge of development direction choice nor the breakpoint of development path.
(2) low uncertainty and high discontinuity
Low uncertainty and high discontinuity are visionary strategies. The future direction is determined. This can be true or psychological.
For example, Ma Yun in 1998 thought that the electricity supplier was the future direction. Although he really did not know whether he could get by, he rushed over.
High uncertainty, low discontinuity
In the transformation of enterprises, uncertainty is high and discontinuity is low.
Many big enterprises have resources and abilities when they are transforming. The key is to be able to choose the right direction. There are many choices at this time. Although we can choose whichever one can get through, the final result is different.
(4) high uncertainty and high discontinuity
The start-up phase is the double high of uncertainty and discontinuity. It is called the adaptive strategy. It is also the most basic background of this book. It applies not only to the enterprise but also to the individual.
“Co play strategy” from the “complex” two words to analyze the environment, to dismantle the environment into uncertainty and discontinuity, to form a framework to help us analyze the various situations, such as the analysis of the strategy of the enterprise, the analysis of the stage of life, and so on.
2. strategic dimensions: man and thing, inside and outside
This is the two basic dimension of an enterprise, which covers the most basic aspects of an enterprise.
I regard people and things as well as the two dimensions inside and outside as the first principles of management. Separately, there are people, things, inside and outside, can be divided into 4 elements: users, organizations, products and markets.
Users are people outside the enterprise, which can be divided into user characteristics, user needs and user preferences. User characteristics speak about users, users’ needs are what users need, and user choice is why the user chooses you.
An organization is a person within an enterprise, including leaders, team members and organizational management. Who is the boss, what kind of people are in the team, and how these people manage later.
Products are internal matters, including product development, marketing and business models. Product development is to make products, marketing promotion is products sold, business mode is to earn money.
The market is external to enterprises, including technological trends, capital resources and market competition. The market should keep up with the trend of the market, there are technical trends and social trends. The emphasis is on technology, then the capital resources should be taken over, and the competition and cooperation of the market.
This is actually a problem that enterprises will encounter at all stages. After the entrepreneurial stage, it is the 4 stage of evolution. Before entering the four stage, I will first talk about the six key issues of enterprises, and also the most basic 5W1H.
(1) users and users are the reasons for the existence of enterprises, that is, Why;
(2) organization, the enterprise is organized by who, that is, Who;
(3) what products the enterprise provides, that is, What;
What kind of environment the enterprise is in, that is, Where;
When is the enterprise going to the next stage, that is, When;
How is the enterprise in the past, that is, How.
Here, Why, Who, What and Where are 4 elements of user, organization, product and market.
When is the four stage, and How is the four path.
The four stage includes entrepreneurship, growth, expansion and transformation. Transformation is actually a stage of integration with the recession stage, because enterprises are faced with the possibility of a recession.
There are many books on Strategy in the market, and many concepts are created. However, if we can go back to the most basic attempt of management, we will find that the problem is simple. Because the basic concepts can help us find the essence of management.
For instance。 Enterprises include 4 elements: user, organization, product and market. These four elements have been discussed in the textbooks of Management University, and they emphasize the life cycle of these elements.
Users can be divided into innovators, early users, early Volkswagen, late Volkswagen, backward people; products enter the market development period, introduction period, growth period, recession period; organization also has initial stage, growth, maturity and transformation stage; the industry is also from the germination period, growth period, maturity period, decline period.
Therefore, if we combine the life cycle of the four elements and the life cycle of the enterprise, we will have the double S curves of the elements and the enterprise value below.
The double S curve is in fact discontinuities. In the “joint strategy”, it is said that the system is generally 2 x 2, and that the dynamic is generally a double S curve.
Some entrepreneurs say I don’t need management, or I don’t need strategy. But in fact, you are not aware of its importance, or too small.
Then I put the two dimensions of system and dynamics together to see how the 4 elements evolved in the four stages of entrepreneurship, growth, expansion, and transformation.
In the start-up stage, we emphasize the innovative technology, emphasize self owned capital, emphasize the uncertainty and discontinuity of the market and so on.
No one just wants to start a business. Entrepreneurship is sure to grow, and growth requires people and things, both inside and outside, which require the growth of users, organizations, products and markets.
Users of growth stage from angel users to public users, from the difference between implementation and competition to the demand gap.
The founder should grow up, the team should be specialized, and the organization should turn from a flat organization to a hierarchical organization. Products become explosive products, technology becomes a growing technology, and lean financing is needed.
The growth market is often the blue ocean market, and enterprises can grow rapidly only in the blue ocean market.
After a period of growth, the pace of development of each enterprise will slow down. At this time, the potential of growth in the number of business users has been almost excavated.
In the mature stage, enterprises need to activate the accumulated users and excavate the diverse needs of users. The founder has also begun to move from the stage of growth to the mature stage. At the same time, it may not be enough for the team to learn to be professionalized only by the team itself. It also needs to introduce professional executives.
Next is the organization, may have become a business department, or matrix organization; product to emphasize relevance, marketing is related marketing, the business model behind the scope of the economy, that is, the core ability to use a number of related products inside.
Technology from innovation to growth, to the mainstream technology. Enterprises may go public after they have money, or capital operation before listing. At the same time, the competition in mature markets is fierce.
The last stage is the transition stage. Subversive innovation occurs at this stage.
In the transition stage, user needs may escalate or decrease. Organizations need to regain the founders’ spirit and make structural adjustments. Products should be upgraded with new category innovation, category marketing and ecological mode. The market needs to carry on the paradigm change. In terms of capital resources, large enterprises will invest in some future directions.
Finally, the blue ice market. The blue ice market means there is an ice cover in the market, and there is no melting. A big business has the ability to wait for it to melt or break it.
As you can see, there is a link between the elements of every stage in the course of the development of an enterprise. CO production strategy is a dynamic and overall thinking framework for entrepreneurs and entrepreneurs. Let people who want to start a business know which way they may go in the future.
Four. Strategy four
Finally, I summarize the main points of the four stages of the enterprise development into four sentences for your reference.
In the stage of entrepreneurship, the complex things are done simply; in the growth stage, the simple things are repeated; the expansion stage, the repeated things are done carefully; the transition stage, the serious things to do.
Thank you all.
“Replay strategy: redefining the life cycle of the enterprise” is a book that crosses the multidisciplinary knowledge, analyzes more than 200 cases that have happened to us, and original 300 strategic thinking frames, explaining how the enterprise should have systematic and dynamic strategic thinking in the complex business environment.
The strategic thinking in the book applies not only to enterprises, but also to individuals.
Peking University, Guanghua School of Management, “Guanghua ideological force” heavy work, a modern strategic management works, Chen Ming philosophy, Chen Chunhua, Li Shanyou, Li Wen, Wei Wei, Liu Qiao, Liao Jianwen, Chen Weiru, Luo Zhenyu, Qin Shuo and other more than 60 entrepreneurs and Professor Ding Li recommended!
Learning good knowledge, I just want to be faster than others.
Big cafes are learning.
When you praise me, I laugh into a flower.